July 3, 2018
What Blockchain means for SEO
Blockchain is a pretty popular buzzword these days. The sudden boom of cryptocurrencies like bitcoin brought a lot of attention to the technology. Blockchain is much more than just a buzz, however, and it’s becoming very apparent it has the power to change the way business is done in nearly every industry — from banking to SEO.
What Is Blockchain?
It’s a complicated technology, but essentially a blockchain is an immutable, decentralized ledger. That means that instead of a sole third-party record keeper, every party to a blockchain would have a record much like a spreadsheet. As transactions occur, the spreadsheets are simultaneously updated. If someone falsifies data on their spreadsheet, the blockchain would notice the discrepancy from the majority of the records and nullify the bad data. Because it’s nearly impossible to alter the data on all the ledgers, a blockchain is a very secure way to verify and move or exchange assets. It also creates a permanent trail from start to finish. That trail can guarantee the legitimacy of key aspects of SEO — determining if web traffic is human or bot, detecting black hat methods much more easily and reducing the staggering amount of money lost to digital ad fraud.
Link building has long been an important part of SEO. That doesn’t mean the same tactics that applied in the 90’s can work today. For example, it’s possible to see some ranking boost from blog comment linking, but those look more like spam every day and their weighting is significantly less than it used to be. Natural link building has long been the most effective strategy. Blockchain will make it way easier for the major search engines to detect and penalize any website they catch buying paid links. Though it’s discouraged today, enforcement is difficult and under-utilized.
User interaction data matters a lot. It’s helpful to your marketing team and necessary for web crawlers to rank your site. That data can be diluted by bot traffic and hurt your rankings. Implementing a blockchain solution can verify human traffic and separate it from the bots, giving you better insights and higher rankings. Paid digital advertising is full of fraud because it’s currently impossible to tell if an ad was clicked by a human or bot. Blockchain technology is a very viable solution to this multi-billion dollar a year problem by connecting advertisers directly with verified potential customers.
It’s difficult to determine just how a keyword plays out in different settings. The results vary across devices, location, users etc. With a token incentive, keyword research could utilize background space on thousands of devices to create an in-depth aggregate of data-heavy results.
While the full impacts are still uncertain at this junction, it’s not likely to be long before technology leaders start to leverage blockchain as a means for securing and processing interactions as much as they do transactions. And that means that you, as a marketer, have a whole new ballgame to learn. Thankfully, it’s likely to be one that rewards good SEO habits and practices, stamps out bad, and works to create a more democratic playing field.